Holy Moly is entering Australia with its avocado dips, marking the UK-based company’s first international expansion beyond Europe.
The brand has launched two products in more than 1,000 Woolworths stores: Holy Moly Smashed Avocado Minis and Holy Moly Smashed Guacamole Minis. Both are sold in multipacks containing three 57-gram tubs.
Additional natural avocado products are expected to be introduced in Australia, although the company has not disclosed a launch schedule.
The products will be exported to Australia, with Sydney-based Circle Exchange appointed as the local distributor and sales representative.
Holy Moly currently operates across the UK, Ireland and France. A company spokesperson confirmed that the UK remains its largest market, where the business has supplied retailers for ten years. Its retail customers include Tesco, Sainsbury’s, Morrisons and Asda.
The company also expects to enter further European markets this year. However, the spokesperson declined to name the markets involved or disclose details of Holy Moly’s revenue and profitability.
Founder Tom Walker said in a statement: “Australia felt like the natural next step for Holy Moly. There are so many similarities between our markets, particularly when it comes to our love of avocados, but Australia has taken smashed avo to another level.”
Walker established Holy Moly with Gaz Booth, who has since “stepped away from the day-to-day running of the business” while retaining a shareholding, according to the spokesperson.
Peter Oden serves as managing director and leads the business alongside Walker.
Discussing the company’s funding, the spokesperson said: “We have a number of investors who are both industry specialists (FMCG specialists) as well as early-stage angel investors,” while declining to provide further information.
Samworth Brothers backed Holy Moly in 2021 through its venture-capital arm, Perfect Redd, according to information published on the investor’s website.
In June, however, Holy Moly filed a ‘notice of ceasing to be a person with significant control’ for Perfect Redd with Companies House. Another filing identified London-based Crucible Topco as the entity with ‘significant control’.
The Holy Moly spokesperson confirmed that Samworth/Prefect Redd has reduced its stake but continues to hold an investment in the company. No further comment was provided.
Just Food has requested a response from UK-based Samworth. No contact could be located for Crucible Topco.
According to the company’s statement, Holy Moly’s avocado dips are made “directly at source in Central and South America”, using avocados supplied by local farmers.
The products are manufactured with “cold press technology so we can make a natural product without the need for preservatives or additives”.
Samantha Jarvis and Ben Horwood of Circle Exchange said in the statement: “Holy Moly had to be genuinely better than what was already on the shelf, and everyone who tries it think it is. Once Australians try Holy Moly, we’re pretty confident in letting the product do the talking.”
